How to turn Intercom’s AI Agent into your most trusted teammate (with a Thai twist)
AI is transforming the way businesses support customers. But here’s the truth: Thai customers don’t want cold, generic automation. They want answers that feel human, helpful, and culturally on point.
That’s where Fin, Intercom’s powerful AI Agent, comes in. And even more importantly, where Fin Guidance and Growth Goats Localization Layer elevate it.
Think of Fin like a new hire
You wouldn't throw a new teammate into the deep end with just a link to your FAQ. You’d guide them on:
- How to speak to customers in a way that reflects your tone
- What to say and what not to say
- How to gather context and clarify requests
- When to escalate an issue and how to do it smoothly
Fin is no different. It’s brilliant. But without your input, it's neutral. To make Fin sound like your best agent, you need to train it intentionally.
This is where Growth Goats helps. We're Thailand’s Intercom Partner, specializing in turning global tools into local customer experiences.
Step 1: Define how Fin should behave
Ask yourself: “If Fin were a new Thai support rep, how should it sound?”
- Friendly, but respectful: Use ครับ/ค่ะ. Be polite but not stiff. Always thank the customer.
- Clear, not robotic: Use short, natural sentences. No jargon. Explain things like you would to a friend.
- Bilingual finesse: Mix Thai and English where needed. Use Thai date formats. Make sure terms are localized.
- Consistent brand feel: Sound like your top agent. Calm under pressure. Supportive and confident. Never robotic.
Step 2: Write Fin Guidance the smart way
Fin Guidance is your control panel. No code needed. Just natural language instructions, like onboarding a new hire.
- Tone: Be supportive and to the point. Speak in a Thai-English mix. Use polite particles. Emojis are okay if they suit the tone.
- Escalation: If a customer asks about refunds, missing items, or LINE issues, escalate immediately.
- Clarification: Always check which platform the user is on (mobile or desktop) before replying.
- What NOT to do: Never overpromise. Don’t use slang. Avoid pasting long policy text.
Each instruction can be up to 2,500 characters. Plenty of room for nuance.
Step 3: Localize for Thai customers
Localization isn’t just translation. It’s about sounding natural and being helpful in Thai context.
- Tone: Soft, humble, efficient. Never overly formal or blunt.
- Thai-specific needs: Include things like VAT invoices, public holidays, or delivery quirks by region.
- Channel readiness: Adapt responses for web chat, Facebook Messenger, or LINE.
- Industry fit: Whether you're in SaaS, e-commerce, or hospitality, tailor responses accordingly.
Step 4: Tune Fin like a pro
Great agents grow with feedback, and so does Fin. Growth Goats helps with:
- Monthly Fin audits
- Tone and escalation improvements
- Reports on what Fin resolves vs escalates
- Trend insights by segment, product, or region
Real-time AI-powered refinement
Fin Guidance includes AI writing suggestions to make your instructions clearer, faster. Growth Goats helps ensure they also feel Thai and aligned with your brand.
The result?
- 24/7 support that sounds like your brand
- Lower ticket volumes with no drop in empathy
- A Thai-aware AI agent your team and customers trust
Ready to train your Fin?
Fin can be trained in minutes. With Growth Goats, it can sound like your best Thai support rep, from Day 1.
We help you:
- Write localized Fin Guidance
- Translate and optimize Help Center content
- Set up Fin on all channels
- Monitor and refine over time